With all the hype and Black Friday campouts at Best Buys and Toys R Us, you'd guess that the majority of holiday shopping budgets go to purchases like electronics, toys and clothing. But according to new research, the biggest share what comes out of your holiday wallet actually goes to ... groceries and restaurants.

New data from Card-Linked Marketing leader Cardlytics -- collected from millions of U.S. households over the past two years -- shows what consumers actually spend their money on during the holiday season. When it comes to holiday shopping Americans are spending 24% of their budget on groceries followed by restaurants and apparel. Toy purchases are actually at the bottom of the list.

The Top 10 Share of Wallet (see link/attached for graphics and pie charts for 2011 and 2012 holiday spending):

1. Groceries - 24%

2. Restaurants - 20.5%

3. Apparel - 15%

4. General retail - 14%

5. DIY/Home - 8%

6. Electronics - 5.5%

7. Home goods - 4.5%

8. Automotive - 4%

9. Sporting goods - 3.5%

10. Toys - 1%

Is this good news or bad news? Should we be spending more for gifts and less on ourselves? Maybe all those groceries and restaurant bills are really about entertaining family and friends, or are we just stuffing our faces on favorite treats and restaurants while we shopping through the season?

Atlanta-based Cardlytics is an advertising/technology company, and a leader in Card-Linked Marketing. The company knows where consumers spent their money during the holiday periods in 2011 and 2012, allowing it to see which categories have commanded the highest share of our holiday wallets for the past two years.

The company has insight into the spending for 70% of US households. Cardlytics is a provider of Card-Linked Marketing technology, advertising in online and mobile banking applications. With partnerships with nearly 400 banks, including Bank of America, they have insight into the purchase behavior of tens of millions of Americans during the holidays.